The European Parliament adopted a resolution on promotion measures and information provision for agricultural products in response to the Commission’s communication on the subject.
It supports the main objectives defined in the Commission’s communication, namely to create higher European added value in the food sector, a more appealing and assertive policy strategy, simpler management and greater synergy between different promotion instruments.
Members consider that equal attention should be given to internal and external market promotion policy. They highlight the fact that, on the internal market, general and sustained promotion is required in order to ensure that European consumers are informed about the characteristics and added value of the European agricultural products they find on the market. They s tress that, on the external market, there is a need to maintain and boost market share for European agricultural products and to target new emerging markets in order to find new outlets for these products.
However, Parliament calls for the objectives of EU promotion policy to be clearer and adequately defined and stresses that promotion activities should cover all agri-food products that meet European quality standards. It considers that the budget for improved information and promotion measures should be significantly increased, taking account of the most recent objectives of information and promotion policy, notably for the horizontal promotion scheme. It also insists on the need to organise comprehensive consumer information campaigns in the EU and on external markets regarding production quality standards and certification systems.
Local, regional, internal and external markets: Parliament notes that the EU’s information and promotion policy should have three main objectives:
For local and regional markets, Parliament proposes that the European Commission develops short supply chains in local and regional markets, thereby creating new opportunities for farmers and other producers in rural areas and for associations of farmers and/or farmers and other operators in rural areas, and that it should design a broad set of instruments to promote the development of rural areas.
As regards the internal market, Members propose that the Commission does more to support the efforts being made by European producers to acquire the necessary capacity to meet higher consumer demand. They therefore call for the expansion of programmes geared to either markets or target products, and for the associated promotion tools to focus on the specific characteristics of production standards, always highlighting the European production model and European quality systems in particular.
With respect to external markets, Members consider it is therefore vital to invest in promotion programmes. These programmes should be preceded by market studies in third countries, for which co-financing should be available. Parliament believes that consideration should also be given to the possibility of supporting pilot projects in third countries that have been identified as potential new markets.
The Commission is called upon to raise consumer awareness of the fact that European agricultural standards are the most demanding in the world in terms of quality, safety, animal welfare, environmental sustainability, etc., which affects the final price of the product. Consumers should be provided with transparent information on how European products and their characteristics can be identified, in order to avoid the risk of purchasing counterfeit products.
Origin and quality: Members believe that quality products are those that are linked to specific production methods, geographical origins, traditions or cultural contexts. They call for a new ‘local farming and direct sale’ scheme to cover local quality products intended for consumption in the region where they are produced.
Parliament takes the view that the indication of European origin should prevail as the main identity in all promotion and information activities, both in the internal market and in third countries. Members consider it vital to ensure more effective protection for products subject to quality standards vis-à-vis EU trading partners. They call for the full inclusion of geographical indications and wider protection for them under bilateral and interregional trade agreements and at World Trade Organisation level.
Parliament also stresses the need to: i) amend the funding framework provisions for the promotion of products subject to quality standards with a view to increasing EU financial involvement; ii) more active stimulation of the production and promotion of organic products; and iii) promote local products from mountain and island areas and to step up EU funding for this purpose.
Members note that wine consumption in the EU is in constant decline and there are no European measures for the internal promotion of this product. They also recall that the current proposal to overhaul the common market organisation suggests raising EU co-financing rates for the School Fruit Scheme from 50 % to 75 % of costs (and from 75 % to 90 % in convergence regions). Accordingly, the Commission is asked to: